Abstract
Online consumers continue to grow in number every year. Cyberspace and real world channels are becoming integrated and people are gradually beginning to trust online shopping when making purchases. In 2007, the Taiwanese online shopping B2C market reached a scale of NT$108 billion, 1.3% of the retail sector. Using the results of a survey of Taiwanese Internet users conducted by MIC in July 2007, this report analyzes the behavior of Internet users in Taiwan and their consumer behavior associated with the online shopping market.
Online Forums and Blogs Having an Impact on Online Shopping
The number of Internet users referring to blogs has climbed over the years, spurring the rapid dissemination of web-accessible information and even having a significant impact on online shopping. In 2007, Internet users are increasingly becoming accustomed to taking part in online forums and blogs, with this trend becoming part of the shopping process. Word-of-mouth has now extended into cyberspace and is most certainly weighing influence. Nevertheless, this takes time as word-of-mouth normally involves personal networks.
In cyberspace, there are no physical restrictions to seeking information. This is spreading the word-of-mouth effect over the Internet and affecting shopping behavior. Descriptions of price and value, shared experiences, and various bits of information are currently influencing the shopping behavior of Internet users. Whether items are purchased depends not only on individual choice, but on the evaluations of strangers who are other Internet users.
Cross-channel Consumer Habits Giving Rise to the Integration of Real World and Cyberspace Channels
People are gradually becoming accustomed to using B2C platform designs, not only because of clear websites or a simplified process, but also because of easy-to-find information about goods available on the web. Internet users are finding it easier to compare the prices of various channels or whether gifts are being offered, benefiting online shopping channels.
In 2007, it was found that the goods purchased by Internet users no longer entirely depended on comparing prices and gift offers alone, but also on user evaluations of goods. Internet users appreciate such evaluations and ratings available online, gradually changing user consumer behavior. Price information can be collected through different channels. Individual needs also vary. On top of that, B2C and C2C shopping platforms add to information sharing and distribution options. This brings even greater shopping benefits to consumers. Cyberspace shopping platforms are gradually carving out their own market and taking away market share from real-world channels.